Global advertising Cateora, ch' 16 10th ed

1
Global advertising Cateora, ch. 16 (10th ed)

• advertising and culture links ?
• relative importance of distribution vs
  advertising
• PUSH vs PULL
• development of mkt
• personal marketing (sales)
• impersonal marketing (advertising)
• relationship mkt ( frequent flyer models,
  personalized Internet)
• culture sensitivity ?

2
Changing Visions of Marketing Over Time

• product orientation (engineering view)
• sales orientation (persuasion - traditional
  sales role)
• marketing concept (consumer behavior - 4Ps)
• Consumer is King
• competitive advantage(industrial organization -
  economics)
• emphasis on horizontal competition
• relationships (alliances) (political science -
  political economy)
• power and cooperation
• distribution channels Retailer is King

3
Key Concepts

• world brand and pattern advertising
• plan globally, act locally
• global market segmentation
• creative challenges
• legal constraints
• language limitations (translation and idioms /
  images)
• cultural diversity
• media constraints
• media planning (availability, local content)

4
 Pattern Advertising global strategy (a single
basic message) but with local adaptation in
execution - when necessary

•  core product  remains same across borders
• use and perceptions may be different
• psychological and other attributes may vary
• examples?

5
Promotional mix a six-step process

• 1. analyze target markets
• 2. determine degree of possible standardization
• 3. determine optimal mix promotional mix optimal
  (advertising, personal sales, merchandising,
  public relations)
• 4. develop effective messages
• 5. choose appropriate media among those available
• 6. establish a global feedback / control system

6
Advertisings task the most culture sensitive
variable in mkt ?

• interpret and translate a products capacity to
  satisfy needs and desires using
• symbols
• style (incl. life style and design)
• values
• beliefs

7
The key dimensions of advertisingimportance of
culture?

• persuasion - how?
• rational arguments? softly or aggressively?
• intuition? images? (which?)
• information - how?
• facts? statistics?
• comparisons? images or words?
• level of complexity?
• reveries - dreams
• acceptable images?

8
Advertising risk of inter-cultural distortion
of messages see Exh. 16-5, p. 509

• culture shared experiences and reference fields
• different cultures different fields

senders reference field and experience
receivers reference field and experience
DECODING
SENDER
CODING
MESSAGE
RECEIVER
FEEDBACK
9
Advertising agencies and standardization among
the first to promote concept of  global
products  (cf. Levitts 1983 article)

• Strategy cycles ?
• a new trend towards greater diversity ? variety ?
• adapt standardize adapt ?
• impact of new technologies
• from mass marketing towards individualized
  marketing ?

10
Advertising - a passion for varietyThe
Economist, 961130 68, 71.

• Levitt on Variety
• in 1983 his famous article predicted a world of
  global markets for globally standardized
  products
• now he says only half the story
• low cost transport ad communications will bring a
  large variety of new products
• consumers experiment, broaden consumption